경희대학교 BK21

논문명

 관광객 독특성 추구욕구에 따른 독특한 관광지 방문의도연구

저자(참여인력명)

 유승균, 이혜련, 윤유식

게재지명

 관광레저연구

핵심어

Customer Need for Uniqueness, Unique Visit intention, Destination Preference, Allocentric type

초록

This study attempted to verify the visit intention of the unique tourism attractions and the tourists' destination preference depending on the tourists' need for uniqueness. From the literature review, the measurement of each concept was developed and revised to survey. Based on prior studies, the empirical study was conducted with the tourists. Of the 500 surveys distributed, 390 were returned. Excluding 29 which were found to be inappropriate, 361 were found to be valid to be analyzed as samples. Factor analysis and the multiple regression analysis provided the need for the uniqueness affects the intention of the unique attractions and destination preference. According to the results of the statistical analysis, all established assumptions are partly adopted. In terms of the implication of the result, the study suggests that the marketers regard the need for uniqueness as the tool for marketing activities to enhance tourist destination preference and visit intention. Following details and implications are written in conclusion part.